Home Back Issues October 2012 Shoe company runs minimalist race

Shoe company runs minimalist race

| Print |  Email
Articles - October 2012
Monday, September 24, 2012

 

BY JON BELL

1012 GamePlan SkoraThe highest hurdle facing Portland minimalist running shoe company SKORA since it officially brought its first two models to market in February hasn’t been convincing runners of the potential of the new shoes. Instead, it’s been one of simple recognition among retailers in a field dominated by big guns like Vibram FiveFingers and the Nike Free Run.

“The biggest challenge is being recognized by the running specialty market as an option,” says company founder David Sypniewski, who first saw the light with barefoot-style running after an injury about a decade ago. “It’s been finding retailers that are progressive enough to truly carry specialty products.”

The longer — and possibly slower — inroad into the $500 million minimalist-shoe market has simply been to get people to try out a pair of SKORAs, either the BASE, which retails for $110, or the FORM, which uses Pittards leather from England and goes for $185. By late August, SKORAs were available in about 35 specialty running shops across the country and distributed in seven countries, with more outlets coming onboard every week.

“When a runner or a retailer puts them on, they see these are something truly different,” says Sypniewski, 34, who comes from a sales and marketing background.

The other course for Sypniewski, who funded the startup with savings and credit cards until an investor pitched in $900,000 in 2011, is money. He hopes to raise an additional $3 million in the next two years, a decent chunk of which he is optimistic will be confirmed by the end of this year.

SKORA, which employs four people and has six sales reps across the country, will invest future funding widely in marketing and advertising — from magazine ads to event appearances — and retail support. R&D will figure prominently as well, as the company already has two new models ready for 2013 and a trail shoe on the drawing board.

Combined, those efforts, along with a newly launched brand-ambassador program that will support up-and-coming amateur athletes, have Sypniewski fired up about the future.

“We’re still small and scrappy,” Sypniewski says. “It’s early, but it’s exciting.”

 

More Articles

OB Video: Dress for Success

News
Wednesday, July 02, 2014
DFSOBY JESSICA RIDGWAY | OB WEB EDITOR

Dress for Success Oregon promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools.


Read more...

Risks & rewards of owning triple net investments

Contributed Blogs
Thursday, July 24, 2014
NNNinvestmentBY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR

With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.


Read more...

Poll Wrap-Up

News
Friday, August 15, 2014

2014 NewPoll-report-newsletterthumbIn this week's poll, we asked readers: "Who should pay for the troubled Cover Oregon website?" Here are the results.


Read more...

Why I became an Oregon angel investor

Guest Blog
Monday, July 14, 2014
AngelInvestBY TERRY "STARBUCKER" ST. MARIE

I really didn’t know that much about angel investing, but I did know a lot about the entrepreneurial spirit.


Read more...

The global challenge

News
Friday, June 27, 2014
062714 thumb globalmarketBY JASON NORRIS | OB BLOGGER

Over the last several months we have seen a wave of cross-border acquisitions, primarily U.S.-based companies looking to purchase non-U.S.-based companies. There are a few reasons for this, but the main culprit is the U.S. corporate tax system. The United States has one of the highest corporate tax rates in the world.


Read more...

Oregon Business wins awards

News
Monday, June 30, 2014

ASBPEOregon Business magazine won two silver awards for excellence in writing in the National American Society of Business Publication Editors Western region competition.


Read more...

Blips and trends in the housing market

News
Thursday, June 26, 2014
062614 thumb realestateBY ERIC FRUTS | OB BLOGGER

Last year, the housing market in Oregon—and the U.S. as a whole—was blasting off. The Case-Shiller index of home prices ended the year 13% higher than at the beginning of the year. But, was last year a blip, or a trend?


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS